Google Business Profile: how to set it up and get found

When your customers search for you on Google ("cleaning company Tallinn", "hairdresser Tartu"), they often see a map and business profiles before any websites. A Google Business Profile is free and one of the most effective ways to become visible in local search. Here is how to set it up properly.

What is a Google Business Profile

It is your company's card in Google Search and Google Maps: name, address, opening hours, phone, website, photos and reviews. You manage the profile yourself and it is free.

Who it suits

• Local services and shops: cleaning, repairs, salons, cafés, clinics, car services.
• Businesses with a physical location or a service area.
• A purely online business with no service area may not qualify for a profile. Check Google's terms.

Setup: 10 steps

1. Create the profile and verify the business (Google checks it, for example by postcard, phone or email).
2. Choose the primary category precisely: it is one of the most important ranking factors.
3. Fill in the name, address and phone exactly the same as on your website and elsewhere (consistency matters).
4. Add opening hours, including holidays.
5. Write a description that clearly says what you do and for whom.
6. Add services or products with a short description.
7. Add photos: logo, inside and outside, team, examples of work. Real photos beat stock images.
8. Add your website address and a booking link if relevant.
9. Collect reviews (see below).
10. Keep the profile fresh: update hours, add new photos and posts.

Reviews: how to get and use them

• Ask for a review right after a job well done. Send a simple link that opens the review form.
• Reply to every review, including negative ones, politely and to the point.
• Don't buy or write fake reviews. It breaks Google's rules and can get the profile suspended.
• Don't offer payment for a positive review.

The profile and the website work together

A profile doesn't replace a website. Google compares data: when your name, address and phone are the same on the web and in the profile, it trusts them more. The website should be fast, mobile-friendly and include clear contact details. See: how to build a website and website speed.

Our Launch package (€790) also includes a Google Business Profile setup along with a logo, brand basics and a one-page website. See the pricing page.

Common mistakes

• A wrong or too general primary category.
• Address, phone or opening hours are wrong or out of date.
• No photos, or poor-quality ones.
• Reviews go unanswered.
• The profile isn't updated for years.
• Keywords are stuffed into the business name ("Best cleaning company Tallinn"), which breaks the rules.

Frequently asked questions